Digital Marketing Plan Template

I. Planning the Platform

Brand Purpose
MyMilk favors long-term development over short-term profit—a commitment to nurture and
build lasting relationships. We develop innovative products grounded on nutrition, safety, and
high quality. We formulate milk you will want to own.

Background Information

 Basic requirements for management and employees include proper conduct and ethical
values.
 They recognize the fact that consumers have the right to know information regarding
the product they buy and the company behind the brand.

Target Audience
Moms who juggle work with rearing a child and believe a well-nourished child can be raised
despite the physical demands of a thriving career. They’re smart moms guilty of not being able
to spend the proverbial “quality time” with their babies, so they work hard at researching and
finding out what’s best for them.

 Age: 25-35
 Occupation: Professional and working moms
 Socio-Economic Class: A, B, and upper-C
 Income Bracket: $100,000 – $150,000

Consumer Profile
Maggie works as Editor-in-Chief of MultiSport US, a glossy magazine focused on the “swim-
bike-run” sport (triathlon). On the side, she does content marketing work for such sport brands
as Rudy Project, Adidas Body (a body-care line), and Monster Energy Drink. Overall, she earns
no less than $100,000 per annum.

Schooled in the US with a Sports Science degree, her penchant for everything healthy and
active is seen in the food she eats, the sporting events she joins, and the advocacy she leads—
backyard gardening: grow your own food.

In her early thirties and a single mom to a 9-month-old boy, her day starts with making sure
everything her son needs is well taken care of—from milk to nappies, vitamins to bath time,
other necessities—and some last-minute instructions are made clear to her nanny.

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Pressed for time, she checks out morning news on her iPhone on the way to work (she’s
uncomfortable driving, so she employs a personal driver). She’d pull over at Starbucks for her
favorite blend, then, starts the daily grind on her iMac in the office—working on the next issue’s
mock-ups, fillers and some writing/editing stuff. The next couple of hours she spends looking
through posts on Facebook, Twitter, and some blogs and products she reviews, and then meets
with her editorial team an hour before lunch.

Vegie salad topped with chicken fillet, and a glass of tomato juice makes her smile at lunch
time. She heads out straight to meetings and photo-shoots until about 4pm and keeps up with
her staff on Slack (on the go) issuing tasks, approving drafts, and corresponding to emails in
between times. She goes back to the office for some quick fixes before she heads out again to
advertisers’ events for some socialization, media interviews, and the like.

On weekends, she buys groceries at a nearby supermarket for her son, checks in at the
adjoining bookstore for some nice reads and new titles, spends the whole afternoon either
strolling or window-shopping with her son, then goes straight to mom’s home for dinner, who
joins them for the next morning’s Sunday mass.

(Note: Customer Avatar template is from DigitalMarketer.com)

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Challenge
As a milk brand known for its commitment to nourishment, MyMilk has been top-of-mind in
terms of child development and nutrition. But, with stiff competition, the brand needs to
establish a “complete nourishment” repositioning as a matter of growth strategy.

Proposition
While nothing beats quality time, physically looking after your babies yourselves—they can get
quality nourishment (even remotely) with the right care strategy: know right; feed right—that
is, know your baby’s nutritional needs and match it with the most responsive milk formula.

Overall Marketing Strategy

Despite MyMilk’s 10-year heritage of trust and confidence from its consumers, the bigger public
sees the brand as regular in terms of quality, but pricey in terms of cost (compared to
competition). This perception prevents non-consumers to try MyMilk.

The brand needs to rectify this unfavorable perception by promoting MyMilk’s positioning (all-
in-1: all nutrients babies need in 1 pack), specifically the product’s ability to exceed nutritional
qualities of the competing brand/s.

Hence, enhancing MyMilk’s brand image and engaging target moms individually and into a
two-way conversation will be the focus of this campaign.

It will:

 Create a sustained social conversation about what constitutes “child care/nourishment”

and its impact on working parents who need to juggle work with rearing a child.
 Leverage social media to foster interaction and build consensus, e.g. Facebook Survey,
Twitter Hashtag Campaign, etc..
 Promote MyMilk as an authoritative expert, with the publication of a white paper titled,
“5 Misconceptions about Child Nourishment” in partnership with leading mom-
bloggers, thought leaders, influencers, etc.

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Campaign Title:
MyMilk: The Informed Mom’s Choice

Time Frame of Campaign

June 2013 – August 2013

Objectives of the Campaign

 Educate moms about the various nutritional needs of children, and position MyMilk as
the brand for moms who are exposed to all the best options.
 Reach 2,000 – 5,000 target moms by the end of the campaign.

II. Creating the Platform

The campaign will be highly social. It will feed nourishment and baby care issues, open for
moms to give opinions about, be refuted and later on, take a stand. This passionate exchange of
ideas will create a strong social conversation for weeks—a chance for the brand to offer a
helping hand, by way of giving “specialist advice” and come in as an authoritative expert.

Channel Mix
Channel Details

Facebook A series of 3 Facebook posts weekly by chosen mom-bloggers (no brand

(“Know Right, mention), each focusing on a specific child feeding issue, e.g. lactose
Feed Right” Fan intolerance, when/when not to feed, child obesity, pediatric constipation,
Page) etc.—getting readers to an active exchange of ideas for 6 straight weeks.

Sample Posts:
Colicky or overfed?
Is it the milk, or feeding that causes pain?
Be in the know. Join the Know Right, Feed Right campaign.

Cute or obese?
When do you say your baby is healthy, or obese?
Say your piece. Join the Know Right, Feed Right campaign.

Constipated or Ignored?
Can you be supermom without being overly pedia-dependent?
Tell us what you think. Join the Know Right, Feed Right
campaign.

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Blogs (mom- Each week (for 6 weeks), one FB issue will be resolved by a straight answer
bloggers, baby from the featured mom-blogger, baby-care pro, or academic expert through
care pros, his/her blog (a link is posted on FB). Participant-moms sharing the correct
academic answer-choices get the “Informed Mom” badge (via tagging) on Facebook.
experts, etc.) NOTE: There will be no brand mention in favor of MyMilk (until the “brand
reveal” and campaign microsite is launched).

Badge Mockup:

Twitter (#KRFR A parallel hashtag campaign, i.e. #KRFR (#KnowRightFeedRight) seeking to

Hashtag build opinions among moms on how/what to feed their babies, so they
Campaign) avoid feeding issues and grow healthier. This will announce the weekly issue
resolution and will further drive traffic to the FB page and featured blog for
the ensuing week’s set of baby care issues (until the 8th and final week).

Program On the 6th and final week, the synchronized social media conversations will
Microsite reveal the brand behind it and the “MyMilk: The Informed Mom’s Choice”
(www.informed campaign will be introduced through to the 14th week (3rd month).
momschoice.ph)
It will have a microsite (to be launched simultaneously on Facebook, Twitter
and the participating blogs), highlighting a Whitepaper study, i.e. “5
Misconceptions About Child Nourishment” (downloadable in PDF)—
summarizing expert advices/inputs from the featured mom-bloggers, baby
care pros, and academic experts earlier posted on FB and their blogs.

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eNewsletter An opt-in page (on the microsite) to sign up readers for a six-week
(Autoresponder autoresponder series; highlighting how-tos, tips & tricks, industry reports,
Series) testimonials, etc. to educate readers and encourage them to act positively,
take a stand and echo their learnings to their closest friends and family.

Landing Page A live link (on autoresponders) pushing readers to a landing page
introducing the unique care and nutritional qualities of MyMilk, with call-to-
action directing interested moms (warm leads) to a discount coupon, which
they can redeem at their favorite supermarkets (for trial usage).

Facebook Group A “stay-in-touch” program to engage trial users to an active forum (trial
feedback) via Facebook Group, e.g. “Informed Moms” on which they can share
their experience about using MyMilk with other interested moms—how it
affects their bonds with their babies, and noticeable improvements (if any).

MyMilk Blog A Blog site designed to give happy MyMilk consumers value-based information
(“MyMilk on the right formula milk for their kids as they grow older (nutritional
Informed requirements of babies vary depending on age). It will provide priority invites
Moms”) to mom-baby events (online/offline), discount coupons to premium MyMilk
variants (upselling), video interviews with a featured baby care professional
(pediatrician), especially for expectant mothers, and the like.

Mobile App Distributed as a “freemium” among existing consumers to provide access to

(MyMilky Alert) tips & tricks, how-tos, etc. (on the go)—with an app enabling moms to
view/interact with their babies in real-time while at work or functions. (No app
development necessary as there’s a subscription-based mobile app creator
(mobileroadie.com), which can be white-labeled after the brand ($99/month).)

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Customer Journey Map

(3) DECIDING/SHOPPING

Reads up blog and exchanges

concerns with more experienced
moms and the blogger (a
pediatrician) on causes of colic
pain; “likes” a baby-care Faceboook
fan page to keep up with real-time (4) PREPARING FOR
conversations (even on the go on CONSUMPTION
her iPhone).
(2) EXPLORE/RESEARCH
Learns that colic pain is
Googles up for help and primarily caused by lactose-
discovers a “mom-baby” intolerance among babies
forum site with ongoing (on the Facebook
discussions. Clicks a live Newsfeed), clicks a live link
link to a “mom-blog” with to a lactose-free milk
the 5-Step Guide to brand’s landing page and
Proper Baby Feeding. avails of a discount coupon
for trial usage.

(5) CONSUMPTION
(1) NEED TRIGGER
“Now colic-free, baby Gio
“My baby almost gets longer, uninterrupted
always gets colic pain sleep. Thanks to my new
after feeding”    milk brand!” (her updated
(her Facebook status FB status message reads.
message reads). She gets an invite to the
milk brand’s exclusive
mobile app to stay in the
loop on more tips & tricks
Opts in for the milk brand’s about baby care and proper
own Blog for networking with / feeding (even on the go).
helping moms with similar
needs; keeping abreast with
more, latest information.

(6) POST-CONSUMPTION

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III. Publicizing the Platform

Type Property Used
Owned Campaign Microsite
e-Newsletter/Autoresponders
Landing Page
Mobile App
Earned Facebook
Twitter
Blogs

Gantt Chart
June July August
3-Month Gantt Chart (Campaign Timeline)
Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9 Wk10 Wk11 Wk12 Wk13 Wk14

I. Creating the Synchronized Social Conversation

Facebook Feeds
Hashtagged Tweets
Blog: Weekly Issue Resolution
II. Campaign Launch
MyMilk Informed Mom's Choice Campaign via Microsite
Trial Usage Conversion via Landing Page
III. Stay-in-touch
FB Group
Mobile App (MyMilky Alert)
MyMilk Informed Mom's Choice Blog

Analysis and Optimization

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Conversion Funnel

 Revenue (assuming $35/new client x 684): $23,900

 Marketing Budget (@ 10k/month x 6 months): $10,000
 Income Net of Marketing Budget ($23,900 - $10,000 ): $13,900 (42%)
 Return on Investment (ROI): 42%

(Note: Marketing Budget divided by Gross Revenue = ROI)

Acknowledgments:
Some strategies/tactics used in this template have been inspired by the following:

 Pampers – Integrated Marketing Communication Plan

 Campaign for Real Beauty – A Case Study featured in the “3-in-1 Create, Connect, and Convince. Fundamentals of
Advertising, Branding, and Communication” book by Jörg Dietzel

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